Online Marketing
Angie Hancock
experience: harlem
Objectives
• Key elements on a website
• How to create an effective email marketing campaign
• How to create an effective web marketing campaign
experience more. www.experienceharlem.com
Agenda
• Introductions
– Name
– Company
– Do you currently have a website?
– Do you currently do email marketing?
– What question would you like to have answered during today’s
workshop?
• How to create email marketing campaigns
• How to develop web marketing materials
• What’s important on your website
• How to create a web marketing campaign
• Questions
• Wrap-up
experience more. www.experienceharlem.com
About Experience: Harlem
Experience: Harlem is a marketing solutions
company launched 2006 to connect businesses
with consumers who live, work and play in upper
Manhattan. Our products include:
– the annual Essential Harlem Guide,
– www.experienceharlem.com and
– custom events and experiences
– e x p e r i e n c e s – a monthly newsletter
offering sneak peeks and inside looks into the
best Harlem has to offer.
We are the inside connection for shopping,
dining, arts & culture in Harlem.
experience more. www.experienceharlem.com
About me☺
• Angie Hancock – President & Founder, Angie
brings over 15 years of dynamic business
experience in both marketing and accounting.
Before starting Experience: Harlem, Angie was
a senior marketing manager with leading
women’s apparel retailer, Ann Taylor. She
spent nearly ten years with Fortune 500
consumer products company, The Sara Lee
Corporation, which moved her to New York to
work on the successful re-launch of the Chock
Full o’Nuts brand. She obtained her MBA in
marketing from the Kellogg Graduate School of
Management is a CPA and was recently
awarded The Network Journal’s 2008 40 Under
Forty Achiever. Currently Angie is the B2B
Marketing Manager for MY M&M’S.
experience more. www.experienceharlem.com
OPTIMIZE TEST
LEARN
experience more. www.experienceharlem.com
Social Media
Online Marketing Mix
Your Website
Email
Blogs
Search Engines
experience more. www.experienceharlem.com
Website
Your Website
• What is your objective?
– Informational
– eCommerce
• Key content areas
– Who are you
– Where to find you
– How to contact you
– Events
– Promotions
– Email sign up
– Menu (restaurants)
– Search
– Press
• Best practices
– Clear and consistent navigation
– Consistent branding with offline
experience more. www.experienceharlem.com
HarlemVintage.com
experience more. www.experienceharlem.com
HarlemVintage.com
experience more. www.experienceharlem.com
Tips for selecting a web designer/developer
• Difference between developer and designer
• View sites they have created previously
– Do you like their previous work
• Obtain multiple bids – at least three
• Understand timeline
• Understand when payments are due
experience more. www.experienceharlem.com
Resources
• Domain registration – GoDaddy
• Small business solutions
– Yahoo
– Intuit
• Merchant solutions
– Google checkout
– Paypal
experience more. www.experienceharlem.com
How to measure results
• Recommended key performance
indicators:
– Monthly unique visits
– Total visits
– Time spent on site
– Page views
– Source of visits
– Email signups
– Revenue/Transactions
• Tools
– Google analytics
experience more. www.experienceharlem.com
Email Marketing
• What is your objective?
– To inform
• The Winery
experience more. www.experienceharlem.com
Email Marketing
• What is your objective?
– To inform
• The Winery
– To promote an event
• Bikram Yoga East Harlem
experience more. www.experienceharlem.com
Email Marketing
• What is your objective?
– To inform
• The Winery
– To promote an event
• Bikram Yoga East Harlem
– To promote an in-store or online
special
• N
• Who is your target?
• What type of information are they
interested in?
• How often would they like to hear
from you?
experience more. www.experienceharlem.com
Email Marketing Services
Pricing Based on Based on Based on Based on
#contacts #emails #contacts #contacts
sent/month
0-5,000: 1,000: $30 250: $10.95 0-500:
$0 2,500: $45 500: $15.40 Free
5,000- 10,000: 1,000: $20.90 501-1,000:
$15
$25 2,500: $31.90
1,000-2,500:
5,000: $51.70 $30
2,501-5,000:
$50
Deliverability + Not tested - Not tested
experience more. www.experienceharlem.com
Email Marketing Services
Templates
Reporting
Events
Surveys
Forms
experience more. www.experienceharlem.com
Email marketing services
• All offer hundreds of templates
• Other survey resources:
– Zoomerang
– Survey Monkey
• Other forms resources:
– Wufoo
experience more. www.experienceharlem.com
Email Marketing Tips
1. Only send emails to persons who have requested to receive them.
– Point of sale sign up
– Events
– Website
– Emails
experience more. www.experienceharlem.com
Email Marketing Tips
2. Only include content relevant to the type of content the person has
requested.
– Segment your email list e.g. top customers, type of customer
experience more. www.experienceharlem.com
Email Marketing Tips
3. Be consistent with your sending frequency. Pick a schedule, whether it is
weekly, biweekly, or monthly as long as you are able to keep to that
schedule.
4. In most cases, it is best to send BtoB emails Tuesday through Thursday.
We’ve found that the best times of the day to send are just after the start
of the day around 9:30am or just after lunch around 1:30pm. It is best to
avoid sending business to business emails after 4pm or on weekends.
5. In most cases, it is best to send business to consumer emails either
between 5pm and 8pm Tuesday through Thursday or between Friday
evening and Sunday afternoon.
experience more. www.experienceharlem.com
Email Marketing Tips
6. To improve deliverability add a message at the top of your emails that says
something like: “To ensure receipt of our emails, please add
something@yourcompany.com to your Address Book.”
7. Make the From Name for your messages either your company name or the
name of a person at your company. Once you choose a From Name, keep
it consistent. During the split second decision subscribers make whether to
open your email, the most important factor in their decision is whether the
From Name is familiar to them.
8. Be sure to include both a plain text and an HTML version of your
newsletter.
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
Email Marketing Tips
9. Don’t use all caps or multiple exclamation marks within your subject line or
body. Doing this will trigger spam filters.
10. Build your list at every opportunity you have. If you have a retail location,
add a point-of-sale sign up form. At conferences or events, ask everyone
you speak with if you may add them to your list after you exchange
business cards. Finally, add your newsletter signup form to every page on
your web site.
11. Consistent branding
12. Cross link and share content on both facebook and twitter
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
experience more. www.experienceharlem.com
How to measure results
• Per email
• Over time
• Key performance indicators to consider:
– Open rate
– Click through rate
– Forward rate
– Unsubscribe rate
– Redemption/inquiry rate
experience more. www.experienceharlem.com
Creating an effective campaign case study –
Bikram Yoga East Harlem
experience more. www.experienceharlem.com
BYEH - Home page
experience more. www.experienceharlem.com
Email blasts – BYEH list
experience more. www.experienceharlem.com
Email blasts – experience: harlem list
experience more. www.experienceharlem.com
Email blasts - Hue-Man Bookstore list
experience more. www.experienceharlem.com
Blogs – Harlem Condo Life
experience more. www.experienceharlem.com
Press Release
Another
resource –
BlackPR.com
experience more. www.experienceharlem.com
Facebook
Note – there are
two ways to share
information on
facebook: 1) via
wall post 2) via
email 3) via notes*
experience more. www.experienceharlem.com
Facebook – other pages
experience more. www.experienceharlem.com
Facebook – other pages
experience more. www.experienceharlem.com
Facebook – other pages
experience more. www.experienceharlem.com
How to measure results
• Driven by objective
• Measures may include:
– Site visits
– Interactivity – likes/comments/re-tweets
– Transactions
experience more. www.experienceharlem.com
Marketing your business uptown online resources
• Harlem Websites • Social Media
– experience: harlem – WEpeat (Twitter)
– Harlem One Stop – Harlem, NY (Facebook)
– Harlem World • Merchant Associations/Chambers
– Uptown – Harlem Business Alliance
– Other sites – Greater Harlem Chamber of
• Time Out NY Commerce
• The New Yorker – Harlem Park to Park
• Village Voice – Power of One
• Urban Daddy
• Blogs
– Harlem Bespoke
– Harlem Condo Life
– Uptown Flavor
experience more. www.experienceharlem.com
Other words of advice
• Get help
– Hire a webmaster
– Empower your employees
experience more. www.experienceharlem.com
OPTIMIZE TEST
LEARN
experience more. www.experienceharlem.com
Wrap up
• Need help?
Angie Hancock
angie@experienceharlem.com
212 933 0964
facebook: experience: harlem
twitter: angiehancock
experience more. www.experienceharlem.com